Executive Summary

Application of SMS advertising for enhancing communication with the consumers has drawn significant attention of the contemporary researchers. This study examines whether SMS advertising can be an effective medium of advertising in Bangladesh. The key ingredient of this research is the perception of consumers regarding the adoption SMS advertising. Qualitative and quantitative data derived from field interviews with prospective customers of different business has been used to identify potential relationships among the impact of SMS advertising adoption in Bangladesh and the perception of the respondents.